Our Philosophy

PHILOSOPHY

Discovery of Powerful Natural Healings

With gratitude to the Nature’s blessing, &PREMIUM presents our development mission of caring skin health and preserving the planet. Our product series, inspired by the Nature and powered by Japan’s leading skincare technologies, are elaborately made with precious Midori Mayu as active principle and selected high-quality botanicals. We do believe natural healings are powerful and effective enough to nourish even weak or sensitive skin, achieving unprecedentedly perfect appearance.

PHILOSOPHY

Exceptional skin-repair Midori Mayu

Thanks to our constant exploration journey of rare plants in many countries, we have finally revealed wonderful skincare strength of Midori Mayu to make you more beautiful and healthier. Through partnership with the Japanese laboratory renowned as Silk Master, we devote to R & D of &PREMIUM series which contain totally natural and botanical active elements to vitalize, repair and care your skins.

PHILOSOPHY

From Tokamachi City, Niigata Prefecture, Japan's "Hometown of Silk"

Our main ingredient "Green Cocoon Midori Mayu" comes from Tokamachi City, Niigata Prefecture, Japan, a naturally rich "silk town". Blessed with nature, Tokamachi is known as one of the areas with the heaviest snowfall in Japan. Due to heavy snow and high humidity, the region has long produced high-quality silk fabrics.

PHILOSOPHY

Ideal for sensitive and irritated skin

&PREMIUM skincare products are made with Midori Mayu essence, which we extract and process in a factory in Japan, ensuring aseptic conditions. Additionally, we are committed to ensuring that the ingredients used in our beauty products are sourced from plants. Each ingredient we use in our skincare products is carefully selected and tested to ensure that it is non-irritating. Rest assured that our products are safe even for children and people with sensitive skin. At &PREMIUM, gently protecting your skin’s health is our primary goal.

PHILOSOPHY

The world's first large-scale aseptic factory production in Japan

In order to complete the high-purity and high-quality "Green Cocoon Midori Mayu", the Japanese factory is a sterile production, and the hygienic standard has reached the level of a professional laboratory. The factory's production technology can detect 1/10 or less bacteria in the water, so under this extremely high-safety aseptic production, our products do not contain any parabens.

PLANT-BASED

Advocacy of the Five Principles

Our commitments lie in promoting sustainable development by manufacturing products that are environmentally-safe as well as taking concrete actions to safeguard the Earth, and to reward the Nature for the valuable resources it provides us on a daily basis. The five principles we advocate include utilising natural ingredients, employing safe and non-toxic elements, avoiding animal testing, prioritising sustainable development, and ensuring transparent labelling. We encourage our customers to recycle our products after use to protect the Earth.